Last year, search giant Google saw its share of the $8.75 billion mobile search market revenue drop to 68 percent from 81 percent in 2012. Native apps created for mobile devices are steadily draining mobile customers - and revenue - from the Google search engine by featuring responsive design that allows a user friendly interaction. Enter "Mobilegeddon," Google's latest algorithm change designed to take back some of their market share and reclaim the rules of search.
The rapid evolution of technology demands adaption in healthcare. To increase digital marketing ROI, healthcare marketers must monitor digital innovations and capitalize on key trends.
Most healthcare professional email marketing campaigns aim to increase awareness, engagement, participation, and/or response. These different objectives require different metrics for success Unsure of what measures indicate campaign success? Here's a primer into metrics that matter.
Big data has been the buzzword in marketing and business intelligence circles for the past several years. According to International Data Corporation, a global market intelligence provider, big data’s focus on ever-increasing amounts of data collection has turned it into a projected $125 billion a year industry. In fact, Salesforce CEO Mark Benioff claims that 90 percent of the world's data was created in the last two years. Benioff asserts that there will be 10 times more mobile data and 50 times more product data by the end of the decade. With this stunning projection, marketers must understand how to take full advantage of big data.
Brand managers marketing to healthcare professionals (HCPs) already appreciate email's allure as a marketing tool. It's inexpensive, it's easy to test, and it allows you to really focus your message on your target audience. Email is undeniably powerful, but it’s important to recognize that print materials aren’t fading so quickly; according to a 2012 survey by CMI/Compas.
In the email marketing world, the pharmaceutical industry is perpetually playing catch-up. With digital communication advancing at breakneck speeds, pharmaceutical companies can't afford to delay embracing forward-thinking email marketing practices. Email remains a low-cost, highly targeted marketing device that strengthens campaigns across all channels, but the healthcare industry hobbles it with institutionalized poor practices. Read on for suggestions on how to make email a more effective tool.
The importance of email in your digital marketing strategy is impossible to overstate. "Email is by far the preferred non-human communication route, with 66% of doctors citing it as a preference," according to Tracy Staton of Fierce Pharma. And, as pharmaceutical salesforces contract and the number of physicians who don't see sales reps skyrockets, email increasingly becomes the most effective healthcare communication channel.
As pharmaceutical brand managers know, the most important goal in HCP marketing efforts is to develop an ongoing relationship with targeted healthcare professionals (HCPs). After all, it costs exponentially more marketing dollars to acquire new customers than it does to retain the customers you already have. However, the current state of the pharma industry requires innovations to supplement or support face-to-face relationship building.
